How Should The Clothing Brand Respond To The New Media?

Here is a story about the growth of a small employee in the industry. From this story, we can see that

How to grope for new media.

ZOY, a master of classical literature in Nanjing University, worked in the clothing media for several years, and then plunged into a domestic front-line women's clothing brand enterprise.

In 2010, we opened up new media by mistake and collision. After two years, we grew from the original outsider to the head of the new media department.

In many domestic women's clothing brands, she is responsible for moving faster and more stable, and her exploration of this road may be more realistic reference for readers than some big brand experts.

Start with no intention

Micro-blog is a strange existence. Through this platform, you can make friends with your users, and you can directly understand whether they are interested in you and whether they have opinions, so simple and clear.

Is micro-blog a platform? When it has a certain amount of fans, it is a platform, otherwise it is nothing.

In 2010, because of the company's cooperation project, ZOY was invited to participate in an activity of the Australian Wool Innovation Limited (AWI) to visit the wool production site in Australia.

Australian Wool Innovation Limited requires all the participating brands to open Tencent micro-blog, so ZOY is in danger and is busy working on brand micro-blog.

At that time, Tencent had just opened its registration and was the support side of AWI, so it gave some support to the promotion.

ZOY took her SLR camera and photographed Australia's beautiful scenery all the way. It combined the brand activities with the strong sense of tourism sharing, and was attracted by netizens for a while. The huge forwarding volume also increased the number of fans.

At the end of the campaign, the number of fans of the newly launched micro-blog reached one hundred thousand.

ZOY is very excited about such a lively state. This is the first time that she has played micro-blog. For the first time, she felt that the brand faced by the Internet is so fresh.

The good interactivity made her brand executives realize that this is an opportunity. How to promote the brand in micro-blog has become one of the jobs of ZOY.

Go to Sina

From 0-100, it is not difficult, friends support, colleagues support, you can; from 100 to 1000, this is a difficult process, every day a fan, a fan growth, just like picking up ears; fans to 1000, is the beginning of micro-blog's platform.

At that time, Tencent micro-blog was not much different from Sina. Later, ZOY found Tencent micro-blog developed slowly. Many users only regarded it as a derivative of QQ, and Tencent users were too young and too complicated.

Decided to go all the way to Sina, Tencent micro-blog still retained, but only for basic maintenance.

Today, Tencent of the brand still has 130 thousand of its fans, but its activity is not high enough.

At the end of 2010, the brand opened Sina micro-blog and started from scratch.

Micro-blog's content is mainly brand, brand new information, terminal store introduction, new product recommendation, fans customer service, micro-blog live broadcast, micro-blog wall, micro-blog invitation and so on, and constantly trying to explore, that is, while learning the operation of other brand micro-blog operation side by side, slowly the popularity of the brand Sina Sina gradually rises.

By June 2011, the number of fans of micro-blog has reached two thousand or three thousand.

Key July 2011

To be precise, new media is our constant attempt to communicate with customers. How to communicate more fashionable and interactive is a question we have been considering.

Through the use of Internet red resources by public relations companies, the price of water is very large. The price of this emerging market is very irregular, and the price of the same person may vary from several hundred yuan to several thousand.

In July 2011, the brand launched a large-scale fashion publishing campaign in Shenyang. From the start of this event, the company's top executives noticed that micro-blog is a very important platform for brand communication. Since then, micro-blog has begun to have more financial support.

ZOY contacted public relations companies to spend 40 thousand yuan on online live broadcast, interaction between red men and information diffusion.

After the event, the number of fans increased by more than 1000.

Micro-blog has also entered a benign stage of development.

Why do we want to do IPHONE/IPAD APP? Most of our VIP customers use IPHONE, so when we just launched APP application, we didn't consider Android system.

In addition, the use of Android mobile phone system is too many, too heterogeneous, the screen size is different, in actual operation will be difficult.

Also in July, ZOY launched IPHONE APP application software through a leading fashion magazine in China.

Like many of the current domestic brands, ZOY's initial APP content is mainly based on new products and activities, and is promoted at the terminal store. She hopes that the VIP customers of the brand will become the main downloader of APP.

Unfortunately, this pure brand utilitarian model is hard to get good results, even though the subsequent provision of 100 yuan electronic volume for downloaded users has not increased much.

In July, the official website of the brand was re revised, and the new image was commendable.

How to make the official website more interactive and more active? To put it simply, how to increase the traffic volume has become a problem for ZOY and her team to consider.

Through the campus recruitment in September of the same year and the promotion of a movie sponsored by the brand in January this year, ZOY has made minisite traffic in the official website.

This month, the ZOY Department officially set up a new media group, and ZOY also became the head of the group because of micro-blog's growth experience.

The reason why they did a lot of big moves in July is because this month is just the important month for the new listing of the brand.

This is the new media.

Who will pay attention to the APP of a clothing brand, so we need to make a revision.

To make others willing to use it, it must be nice, fun, interesting and beneficial.

ZOY launched IPHONE APP every month according to brand activities and new product updates, but the basic framework has not changed.

The slow progress makes ZOY and her team aware of the need to use the advantages of more IPHONE phones to become truly fashionable and interactive applications.

Thus, the plan of IPHONE APP revision began brewing in her mind.

Just in early 2012, the brand planned a children's painting project to sponsor internationally renowned Luoyang children's paintings, and bought part of the paintings in the design of some products, including costumes, scarves, bags, etc.

ZOY thought these children's paintings were beautiful and full, so they were very suitable for playing games, so she quickly developed a jigsaw puzzle and a coloring game with these paintings.

In April this year, two games were tried out by IPAD in the large life hall of the brand. Many children at the store liked playing this game very much.

ZOY said that these two games are still in the commissioning stage, and in the middle of May, they should be embedded in the APP application.

ZOY has always stressed the interaction between new media. Apart from micro-blog, website, IPHONE APP and bean paste website, she also needs to pay attention to the optimization of the brand image on the Internet, including the unified output of information and optimization through search engines.

The former Labor and the latter cost.

ZOY said that trying to optimize search engines in 2011 did not cost much.

But with the improvement of Baidu's knowledge, the brand decided to invest a huge sum of money in 2012 to optimize the search engine.

However, this is a very entangled process. ZOY often needs to go to Beijing to discuss with the partners about all kinds of details, and picking is a good way to spend every penny on the knife edge.